SEO Manager - Kaiser+Kraft, Prague

Nov 2021 - Jan 2024

Always wanted to see the bigger picture, so after my PPC and Web analysis journey I asked for a transfer to work in the corporate's SEO team, where learnt a lot about SEO tools, reporting, linkbuilding, SEO project management, quick wins, critical thinking, datactive approach, counter measures, strategies and cooperating with SEO agencies.

SEO Tools and Actions

Google Search Console, Google Analyics, Looker Studio, Excel, Ahrefs and Screaming Frog were used to prepare regular SEO reports on YoY and MoM base.

These are the tools which I am familiar with and able to obtain insights about Visibility, Landing page related metrics from Impressions, Clicks, Average Positions, Users and Sessions, Transactions and so on.

Gathering indexing status, following up on penalties, creating disavow files, check and find best internal link ideas, monitor and gather ideas for link building, research and monitor keywords, monitor content related changes and statuses including 404 errors and detecting redirect loops.

SEO Content Strategy and AI

Since I am working as a freelancer, I am creating content strageties based on keywords, user intensions and adding AI tools. I am using Claude and Japser.

I believe that there is not one great AI tool, which would rule them all, yet. I believe that tools are coming and going and quality after some time drops, however it is not communicated. I believe that over time quality goes down, then a the AI tool's developer announces a new version, but it is actually similar to the earlier - better version. I know that number of parameters are growing, but in actual real life experience I don't feel the breakthrough but a ongoing and returning loop in the quality lifecycle. This is rather a personal experience.
The AI tools in mention are already providing great results building content, translating content and being creative.

My favourite practice is to search for Google's Autosuggest results around the seed keywords, categorize them with ot without AI, and along the generated subtopics create relevant prompts and contentframes. An SME always shall follow up on the results, but in sophisticated B2B topics this strategy provided very unique and relevant content. I can highly recommend this strategy to anyone.

Finding low hanging fruits and working on the meta data and the content to gain power and appaer in the top section of the SERP. Following the guidelines for on-page SEO, equipping the content with the best technical features from image SEO to schema markups and creating visibly desirable and consumable content is top priority.

Interesting Link Building

For link building strategies along the standard practices I seek to build high relevancy, high domain rating links using proactive digital PR, HARO style link building, unlinked mentions link building and find the content, tool, insigths and information that could be referred to from other relevant sites.

Favourite SEO Report

Using Looker Studio you can download your Search Console data for 16 months where Landing page data is equipped with keywords and all the releated metrics. Thus creating a MoM comparison about keyword-landing page report is really giving the stakeholders power to know what is happening with their content; this is an example of datactive approach.

A SEO Project

Another favourite project I prepared and deployed is to create approximately 1500 article schema markup in JSON-LD format by Autohotkey, which is a Windows automation tool.
Within this project I created, tested and deployed for 21 countries and languages article schema markup within 2 weeks, however it would takes several weeks. I created a LinkedIn Page for this project for those, who are interested in this work.

Takeaway

Defining the top competition is a half success.
Finding out the competition's link building strategy is a gold mine.
Finding out the competition's content strategy is a gold mine.

If you are able to get close with your actions to the best on the market eventually your organic performance and presence will be follow the efforts.

Find out my previous work experience as a Web Analyst.